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How to create a data-driven customer experience in the age of the influencer
April 3, 2024 · Authored by Susan Vincent, Todd D. Wilkerson, Jessica Drexler
In today’s digital world, it’s easier to share our experiences with others online than ever before. This ease of sharing has provided the opportunity for companies to gather real-time feedback and insights, fostering a data-driven customer experience approach that can drive innovation and enhance customer satisfaction.
According to Zendesk Research, 59% of people will refer family and friends to companies they’ve have had positive experiences with. Consequently, 53% of customers will not only leave if their experience is poor, but they will also be more likely to share a negative experience rather than a positive one – displaying that negative reviews can have a detrimental impact on your business.
Beyond leaving reviews, how can companies know when they’re succeeding in meeting the customers’ basic needs or if there is a missed opportunity for growth resulting from continuous delivery of poor experiences? Essential data points such as key performance indicators (KPIs) can provide insights into how customers are engaging with your company – indicating whether they are satisfied, likely to stay or potentially considering alternatives. And while these metrics offer tangible results, understanding the “why” behind customer sentiments is crucial for improving overall customer experience, requiring deeper analysis beyond surface-level data to address deficiencies and capitalize on successful strategies.
What influences you?
To gain a stronger understanding of your company’s customer experience, it’s important to begin by considering certain factors that influence our perspectives.
We are living in the experience economy – a place where perception and the value of the psychological impact we receive from a purchasing decision can carry as much or more weight than the tangible benefits of a product or service itself. Therefore, it’s important to understand some of the factors that influence your individual customer’s perspective on the experience (or perceived experience) they receive. Customers perceptions are shaped by myriad factors such as:
